[SoloGrowth #08] The profitable alternative to weekly newsletters

  • Stephen Pratley

When you’ve run email for businesses sending over 1 million messages every month, you get a lot of data, and data answers a lot of questions.

I kept seeing one question being asked over and over, which was  “what day should we send emails on?”, so I decided to have a dig and try to answer it.

I pulled a bunch of reports about our opens, clicks and sales across different days and times, but the numbers were all over the place. Every time I thought I could see  day that was performing better it was either down to:

Then I noticed that the slight peak we had on a Friday was also the day I’d acquire the most new names, and I had an idea…

I stopped looking at the day of the week, and started looking at responses “X days after signup”. In fact I even had a look by how many hours people had been on our list.

That’s where I found a very distinct pattern.

Even though I sent multiple emails on the first day, the ones that were sent exactly 24 hours after signup had a distinct uplift in response.

So did the ones sent exactly a week after sign up.

We rejigged our welcome series to make offers (rather than just trying to get “engagement”), and lo and behold, we made about another 12%, with no extra effort.

My guess is that everyone has a time of day that they use for actually reading emails (as opposed to just clearing their inbox).

There’s also a time of week when they’re more responsive to offers – for us that was a Friday, but it varies a lot.

So, here’s the advice:

Even if you’re going to run a weekly newsletter like this one, you should have a short welcome series where you’re pitching an offer after 24 hours and 1 week.

That’s it for today. I’m off to enjoy a weekend of Heavenly snow before heading to Yosemite next week.

Stephen Pratley
Growth Tips for Solopreneurs
Connect with me on Twitter

P.S. I’m going to update some training on how to do these welcome campaigns.

I’m looking for a couple of people to try out the training, at a big discount, but with a commitment to write 8 emails inside a month.

If you’re interested, just reply to this email and I’ll let you know the next steps.

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